The next day, CEO Anthony Ritter’s media statement ticked the boxes of effective crisis communication. He outlined the facts as known by the company and conveyed the depth of the tragedy through heartfelt words and delivery. He also covered significant actions such as the suspension of skydiving at Mission Beach and the company’s cooperation with investigators.

But the Skydive Australia website contains also an ASX announcement – difficult to find in the investors’section – which acknowledges the tragedy but is circumspect about the details; describing an accident “near the company’s Mission beach dropzone.”